Promotions

Choosing a Business Name Write down 5-10 things that your

name should say about you

Ie. Quality, fun

Choosing a Business Name Pick a name…

Descriptive Speedy Muffler Coffee Hound

Unique & stick with a customer Noodles

Avoid titles with “International”

Choosing a Business Name Pick a name…

Avoid puns Shear Madness, Mane Attraction

Avoid names of people

Easy to pronounce & spell

Don’t take another businesses name Grand Bear Lodge vs. Black Bear Lodge

Promotions Mix

Advertising

Sales Promotions &

Incentives

Personal Selling

Publicity

Promotions Defined

Communication designed to

facilitate exchanges with members

of potential client groups by

communicating the benefits offered

by the program/service.

Purposes of Promotions Familiarize

No knowledge Intro stage of

lifecycle

Inform Some knowledge,

need more Growth stage

Persuade Move to

consumption Growth

Remind Existing product Maturation,

Saturation Heinz since 1869

Sales Promos & Incentives

Something of financial value offered to encourage participation in a program or use of a service.

Price related Discounts, price manipulations

Non-price related Peoria Chiefs toys

Purposes of S P & I

1. Introduce new programs

2. Attract new clients

3. Stimulate more frequent use

4. Stabilize fluctuations

5. Diversify consumption

Sales Promos & Incentives

1. Promotional pricing

2. Free offers

3. Prizes

4. Celebrities

Sales Promos & Incentives1. Promotional pricing

2 for 1

Half price

Family night

Discount with soft drink can

Other examples????

Dangers:

People start to expect to pay that price

Sales drops right after a promotional pricing venture

Sales Promos & Incentives

2. Free offers

First lesson free

Child free

Passes

Sales Promos & Incentives

3. Prizes

T-shirts

Giveaways or Premiums

Sports Illustrated subscriptions…free prize

Cereal prizes

Contests

Door prizes

Sales Promos & Incentives

4. Celebrities Uses their fame to help sell a

product or enhance an image

Examples?

Publicity Unpaid form of non-personal

communication, in which the agency is not identified as being the direct sponsor of the communication.

Examples…. Photo or story in the paper Radio news story

How to Get Publicity Story is ideal for a particular format

Special interest Food section

Story will be interesting to the audience

Marbles tournament - nostalgia

How to Get Publicity Use carefully selected gimmicks

T-giving on the Mayflower Waterslide races Bald is Beautiful Party

Newsworthy story….

The Newsworthy Story Timing

Public scope

Recognized

achievement

Area Influence

Milestones

Controversy

Neighborhood

Factor

Large interest base

Human Interest

Promotions Mix

Advertising

Sales Promotions &

Incentives

Personal Selling

Publicity

Personal Selling

Using direct, face to face oral presentation for the purpose of facilitating exchange

Sales… Sponsors

Service clubs

Every day participants

Media

Personal Selling

Expensive but allows for relationship marketing Build relationship with the customer Jeep Camp

Allows for benefit selling Can create new benefits to offset

negativity toward product

Characteristics…. Product belief Self-confidence Listening ability Humor Tenacity Common sense Follow-up after the sale

Effective Personal Selling:

1. Prospecting & targeting2. Preparation3. Presentation4. Handling objections5. Closing6. Follow-up

Promotions Mix

Advertising

Sales Promotions &

Incentives

Personal Selling

Publicity

Advertising Paid

About a product or service

Identified sponsor

Communicated through the media

Advertising Difference between advertising &

publicity

Which is more credible? Why?

Which do you have more control over?

Advertising examples????

Examples MEDIA! Banners Street poles Electronic

message boards Dasher boards In-ice or on-field

messages

Courtside messages

Scoreboards Superimposed ads

for television Logo placement

opportunities Restroom boards

Media Considerations Preferences of target market

Product Pontiac Solstice vs. Domino’s pizza

Message Simple vs complex

Cost

Reach vs. Frequency Potential to produce exposure to a

message in a target audience segment

Unduplicated portion of the population

that is exposed to a message at least

once during a 4 week period

Rea

ch

Reach vs. Frequency

# of times within a 4 week

period that the message is

repeated to enhance potential

exposure among members of

the target market segment

Fre

qu

ency

Continuity, Pulsing & Flighting

Week 1 Week 2 Week 3 Week 4

Continuity xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx

xxx xxx xxx xxx

xxx xxx xxx xxx

Pulsing xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx

Flighting xx xx xx xx

Television

Most able to invoke emotional responses, believability, trust

Immunity of exposure…requires creativity

Good physical demonstration

Television Cost…

Maximum reach but $$$$$ Trade-off between cost & effectiveness

WMBD eg.

Television…Good commercials Entertaining & memorable

Clear message immediately

Visual

High quality

Television…Good commercials Truthful

Contains a call to action…buy the product

More content than special effects

Voiceovers that inspire confidence vs kids

Television The paid stuff

Individuals - WMBD Packages – WISH

The sponsored stuff Gus Macker – Live slam dunk Taste – spots, $ for t-shirts, on air

personalities, WICD tent

Television The free stuff

News coverage…publicity Legitimate events Gimmicks – Camels, Macker basket set-up

Mentions on the news Flower Islands…peacock T-shirts to Judy Fraser Hootie Hoo day at Hessel Park

10 minute segments Zoo animals

Radio Low cost with high frequency Reaches distinct, well defined

markets Can create an exciting message Timely & flexible Can do ads in multiple languages at

a low cost

Radio Build name recognition Must be redundant…repetition

causes retention Need to help the listener visualize

the product Frequency instead of reach

Radio The paid stuff

Radio One Examples

Production Selecting voice overs

Radio The sponsored stuff

A vs. B Level sponsors Pre-recorded spots, live liners, mentions Exclusivity

Corporate Challenge

Eggstravaganza

Radio The free stuff

PSA’s vs. news releases

Radio promotions Cookie Contest Teeter Totter-a-thon Bauble visits

Local shows Softball report Sunday morning shows Weekly shows

10 sec – 10-15 words30 sec – 53-65 words60 sec – 120-125 words

Billboards

Billboards

Relatively inexpensive but effective

Simple message only

Requires strategic location

Billboards Hits consumers when they are in the

marketplace.

Frequency is key

Can’t turn off a billboard

Ability to target the market is limited

Billboards Top Advertisers

Local services & amusements Retail Public Transportation Hotels & Resorts

Billboards Cost

Based on “daily effective circulation” Number of people passing per day

Lighted vs. dark billboard

Production costs not included: $900-$2500

Size 30 sheet poster - 9.5’ x 21.5’ Bulletins – 14’ x 48’

Billboards Design Tips

6 words max Simple concept 1 large graphic to draw attention Clear, easy to read type Large type

Examples….

Posters

Inexpensive means of promotion

Success based upon location

Message must be eye catching

Time consuming distribution

Magazines

Highly selective

Can be expensive though efficient

Able to access specialized groups

Newspaper Broad reach for a variety of target

markets

Allows for in depth examination

Coverage is timely and flexible

Repetition needed

Newspaper Sense of immediacy

Local emphasis

Longevity in household for repeat

reference

Small secondary circulation

Newspaper The paid stuff

Display ads Examples

Classified ads

Car Show, Craft Fairs

Newspaper The paid stuff

Choice of days Days your agency is open (Hobby Lobby)

Monday – male

Wednesday – female

Friday – entertainment

Sunday – highest circulation

Saturday – lowest circulation

Newspaper The paid stuff

Costs

Column inches

Size (example)

Cost per column inch

Ad stacking

Newspaper The paid stuff

Costs

Quantity discount

Placement request cost

Front half, right side, above the fold

Color…weather page

Newspaper The paid stuff

Ad design tips

Strong headline

Include a border

Include address & phone #

Show pic of product or logo

Newspaper The sponsored stuff

Inserts Sports Plex Octopus

The free stuff Publicity

News releases Stories